英语商标的特征及翻译策略研究.docx
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英语商标的特征及翻译策略研究.docx
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英语商标的特征及翻译策略研究
Abstract
Trademarkisavitalcomponentofproductsandasymbolofacommodity.Theimportanceoftrademarkisincreasingasthescaleofthecommodityexchangeenlarges.Celebratedtrademarkisanenormouswealthtomanyenterprises.Theimportanceoftrademarktothecommoditiesisself-evident;however,howtotranslatethetrademarkproperlyisnotaneasytask.
BasedonYanfu’strinityprincipleandNida’sfunctionalequivalence,thepaperaimstodiscusstheprobleminthetranslationofEnglishtrademarksandpossiblestrategies.ThefourfeaturesofEnglishtrademarkareexplored,namelyexclusion,commercialvalue,briefnessandrelevancewiththeproducts,whichareinaccordancewiththetranslationstrategies.Fivestrategiesthatcanbeappliedtothetranslationofdifferentkindsoftrademarkwillbededuced.Theyareliteralandfreetranslation,thetransliteration,thesemi-literalandsemi-transliteration,thelogo-orientedtranslation,andinnovativetranslation.FactsprovedthattheapplicationofthesefivemethodscanprovidearelativelyhighstandardtoEnglishtrademarktranslation.
Keywords:
Englishtrademarks;features;translation
摘要
商标是企业商品的一个重要组成部分,是代表商品的符号。
随着商品交流的扩大,商标的意义也日益加大。
知名商标更是许多企业一种巨大的无形资产。
所以,商标及其翻译的重要性不言而喻。
商标的翻译,尤其是英语商标的汉译却并非易事。
本文试从严复“信、达、雅”的翻译标准和奈达的翻译功能对等原则入手,针对英语商标的独特性,简洁性,关联性,商业性特征,旨在探讨英语商标翻译的现状和问题,提出五种翻译策略——直译和意义法,音译法,音译与意译结合法,徽标法,和创新法。
这五种翻译策略的提出分别从音译和意译的角度出发,结合上述翻译标准和理论进行讨论事实证明这五种翻译策略可以有效解决了商标英译中的常见问题,并且为商标翻译提供一个良好的参考标准。
关键词:
英语商标;语言特征;翻译方法
Contents
Acknowledgements…………………………………………………………………….……………………………….…………………Ⅰ
Abstract…………………………………………………………………………………….………………………….………………………..Ⅱ
摘要......................................................................................................................................................Ⅲ
Chapter1Introduction……………………………………………............................………………………………….........1
1.1SignificanceoftheResearch……………………………………………….…………………………………….….….…1
1.2OrganizationofthePaper………………….………………………………….………………………………….…….…...1
Chapter2LiteratureReview………………………………………………………….……………………………………,…..……2
2.1DefinitionofTrinityPrinciple……………………………………………………………………………………….……2
2.2ContentofTrinityPrinciple……………….……………………………….…………………………………..………..…3
2.2.1Faithfulness………………………………………………………………….……………………………………..…..3
2.2.2Expessivness……………………………………………………………………………………………..…....3
2.2.3Elegance……………………………………………………………………………………………………...….4
Chapter3FeaturesofEnglishTrademarks…………………………………………....…………………………….……....5
3.1ExclusionofTrademark………………………………….………………………..……………………….……..…….…..5
3.2CommercialValueofTrademark……..……………………………………………………………………….….........5
3.3BriefnessofTrademark……………………………………………………………………….……………………..….….6
3.4RelevancewiththeProducts………………….………………………………………............………………..……...6
Chapter4TraditionalPrinciplesoftheTranslationofEnglishTrademarks................................7
4.1InductivePrincipleofTrademarkTranslation………………………….….....…………………………….....7
4.2AestheticPrincipleofTrademarkTranslation………………………………..………………………………....7
4.3EquivalencePrincipleofTrademarkTranslation…………………………….….……………………………..8
Chapter5StrategiesfortheTranslationofEnglishTrademarks……….……..………………………………9
5.1ProperAdoptionofLiteralandFreeTranslation…………………………….….……………………………..9
5.2ProperAdoptionofTransliteration……………………………………………………….…………………………….10
5.3Semi-literalandSemi-transliteration…………………………………………………..…………………………….11
5.4SpecializedMethodsofTrademarkTranslation…………………………………..…………………………….12
5.4.1Logo-orientedTranslation……………………………………………………….................................13
5.4.2InnovativeTranslation…………………………………………….……………………………………………….14
Chapter6Conclusion…………………………………………………………………………………………………………………….16
Bibliography……………………………………………………………………………………….............................................17
Chapter1Introduction
1.1SignificanceoftheResearch
Withtherapiddevelopmentofglobalization,Chinahasgrownaverytightrelationshipwithothercountriesineconomy,especiallythosewesternnationswhosefirstlanguageisEnglish.IthasbecomeaconsensustothewesterncountriesthatChinaisahugemarketwithgreatpotency.Consequently,commoditiesfromEnglish-speakingcountriesflowintoourdomesticmarket.TranslatingEnglishbrandnamessuccessfullyintoChinesehasneverbeenmoreimperativeandvitalthantoday.“Itinvolvesmanyfactorssuchastheculturalpsychology,commercialvalue,andaestheticprinciple.Asuccessfultranslationofthetrademarkshouldnotonlytransfertheinformationconcerningthecommodityorservice,butalsotransferitsculturalsignificancetotheaudienceinthetargetculture”(邓炎昌,刘润清,2001).Besides,agoodtrademarktranslationwilldefinitelybringacompanywithhugewealth,whereasabadonemayletacompanysuffergreatloss.Therefore,anenterprise’sfutureiscloselylinkedwithtrademarktranslation.ThisresearchistryingtopresentthefeaturesofEnglishtrademarkandputforwardthepossiblestrategiesthatcanprovidebettertranslation.
1.2OrganizationofthePaper
Thethesisincludesfivechapters.Theintroductionpresentsthespecifictopicandraisesseveralrelatedissues.ChapterTwoisdevotedtosomeprinciplesofEnglishtranslationanddiscussthefeaturesoftrademarks.ChapterThreefocusontheproblemsincurrenttranslationmethods.ChapterFourmainlytalksaboutthepossiblestrategiesonimprovingthequalityoftranslation.ThelastchaptergivesananalysisofsomecharacteristicsofEnglishtrademarksanditstranslationanddrawsageneralconclusionforthewholethesis.
Chapter2LiteratureReview
2.1DefinitionofTrinityPrinciple
Whencomestothetopicofthetheoryoftranslation,thefirstreferencecomestoourmindistheYanfu’sTrinityPrinciple.AccordingtoYanfu’sprincipleontranslation,theso-calledprinciplesandcriteriaoftranslationareactuallythetwosidesofthesamething.Theformerlaysemphasisonthetranslator,whoshouldfollowthemwhiletranslating;whilethelatteronthereaderorcritic,whomayusethecriteriatoevaluatethetranslatedworks.WhentheprinciplesorcriteriaoftranslationareunderdiscussedinChina,YanFu’s“three-characterguide”,namelytheprincipleof“faithfulness,expressivenessandelegance”wouldevokeagreement.CenturiesafterYanFu’sprincipleswereproposed,somescholarsstartedtodoubttheTrinityPrinciple.EugeneA.Nida’soneofthosewhoputcriticismsontheTrinityPrinciple.Accordingtohispointofview,hebelievesthatinspiteofthatourChinesetranslatorhavefullydiscussedtheTrinityPrinciple,wehavenotmadeaconclusionabouttherelativeimportanceoftheprinciples.HealsotakesthattheTrinityPrincipleputtoomuchattentiononthetheory,soitignoreswhatatranslatorshoulddo.Itisonereasonthatherejectsthem.AndforChinesetranslators,Yanfu’sTrinityPrincipledoesnotexplainwhattodowhenthethreeprinciplesarenotequallyapplicable.AlthoughNidaisopposedtotheYanfu’sTrinityPrincipleandputforwardhisequivalenceprinciple,itdoesnotnecessarilyforthetranslatorstopickoneprinciplefromit.Actually,thetwopointsofviewaresupplementarytoeachother.Benefitswillbegainedifthetranslatorstakethemboth.
DespiteofthefactthattheTrinityPrinciplehassomeshortcomes,itshouldnotbedeniedthoroughly.Becauseitisatruththateverytheoryhasitsholes.Therefore,althoughtheTrinityPrinciplehassomedisadvantages,itshouldbeacceptedandcriticizedobjectively.FactsprovedthattheTrinityPrinciplehasplayedavitalroleinourhistoryoftranslation,andasthetimegoesonthetheoryisgoingtobemoreandmoreperfectthanbefore.
TherearenotsomuchdifferencesbetweenEnglishtrademarktranslationandtraditionaltranslation.Tobefaithfulness,expressivenessandelegancethatarerequiredinthetraditionaltranslationcanbealsofoundintheEnglishtrademarktranslation.Thus,theTrinityPrinciplecanalsoapplytoourEnglishtrademarktranslation,andmayhelpalotinimprovingthequalityofthetranslationwork.
2.2ContentofTrinityPrinciple
2.2.1Faithfulness
Faithfulnessisaveryfundamentalrequirementoftranslation.“Truetranslationdemandsthatthetranslatorbefaithfultothecontent,languageandstyleoftheoriginalatthesametime.Byfaithfulnesstothecontentandstyleoftheoriginal,thetranslatormustbetruetoitswholetext,nottometaphase,individualphrasesorsentences.Onlybydoingthis,canhecomeuptothestandardoftranslationwhichconveysnotonlythemeaningbutalsothespiritoftheoriginalwork”(刘重德,1995).Asaqualifiedtranslator,weneedtomakethemeaningofsourcelanguageauthenticallyunderstoodbythetargetlanguagespeaker.Andmoreimportant,themeaningoftheoriginaltextshouldnotbechanged.Namely,theprincipleoffaithfulnessemphasizesthefidelitytothesourcetext.Butthedegreethatthetranslatorcankeepislargelydependsonhisownknowledge,methods,comprehensionandaestheticability.Thesequalitiesarerelatedtothehistoricalenvironmentsatdifferenttimes.Itiswidelyacknowlegedthat,thereisnoexactstandardsforfaithfulness,butwealwayshavearelativeone,thusitisnotsodifficulttoevaluateatranslationwork.
Mostly,thetranslationofEnglishbrandnamealsodemandstheprincipleoffaithfulness.Thewordsweusedinthetrademarkshavenodifferenceswiththewordsweusedinanyotheroccasions,thatistheyareusedtoconveyacertainkindofmeaning.Thetrademarksneedtobeauthenticallytranslated,sothattheycanbeunderstood.
2.2.2Expessivness
Expressivenesscanbedescribedasawaytoreproducethesourcelangu
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- 关 键 词:
- 英语 商标 特征 翻译 策略 研究